The first use of the term capsule within fashion was with the capsule wardrobe, created by Susie Faux in 1970. Faux, image consultant and founder of the Wardrode store in London, developed capsule closets for her clients, arguing that this technique consisted of "a collection of a few essential pieces of clothing that do not go out of style such as skirts, pants and coats, which can be combined with seasonal pieces.
In the 1980s this term became popular and according to Business of Fashion (BOF), the credit goes to designer Donna Karan who pioneered the creation of such collections within her eponymous brand. The idea was to present the most iconic and representative garments of the collection to create capsule closets with the objective of making each garment interchangeable.
What is the official definition of a capsule collection?
According to the BOF dictionary, these types of collections are "essentially the condensed version of the designer's vision, a limited edition that transcends seasons and trends by being functional - (read commercial). Often, they focus on the construction and delivery of key garments, without the styling and theatricality of a show."
Luxury brands have not lagged behind in the use of capsule collections. We can highlight the case of Louis Vuitton in collaboration with artists such as illustrator Takashi Murakami, street style brand Supreme and recently, with Grace Coddington, former creative director of Vogue magazine. The French house has sought to reinterpret its most iconic products and offer them as limited editions to its customers, creating new production and consumption dynamics in the market.
The use of capsule collections has become popular over time, making the range of possibilities infinite. According to The Fashion Retailer, from the brands' point of view, these collections help to increase their positioning and break the rigidity of the seasons. Not to mention, they represent easy money as profits are usually quite high.
The influence of capsule collections is also present in sustainable fashion. In recent years, we have seen the launch of these collections under the name "sustainable" and "eco-friendly". According to Rachel Cernansky, in her article in Vogue Business, the collections in many cases are used as a first approach to sustainable practices and as strategies to test the real impact within brands.
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